Thinking of creating a Google Ads remarketing campaign to target your website visitors but don’t know to do it?
In this step-by-step guide I show you how to create a targeted audience and set up your first Google Ads remarketing campaign.
How Do I Create An Audience Of My Website Visitors?
The first thing you need to do is to collect website visitor data. To do this you need to create an Audience Source. At the top of your Google Ads dashboard you will see a spanner icon with the word Tools underneath. Click on this and select Audience Manager
On the left bar you will see the following three options
Select Audience sources. Then the following options will appear.
If you don’t have Google Analytics set up you will have to select Google Ads Tag which will also involve added an extra snippet of code to your website. I highly recommend setting up and linking your Google Ads and Analytics accounts as this also give you much more data available. To see how to do this see our blog ‘How To Link Your Google Ads And Analytics Accounts’.
In this instance, I will show the process as though you have your Analytics set up. Select SET UP under the Google Analytics Option
You then have two options available.
Collect standard data available from this data source or Collect specific attributes or parameters to personalize ads
Unless you are advertising for an e-commerce site with hundreds or thousands of products and have a Google Merchant Centre Feed set up (used for Shopping campaigns), you will choose the first option.
Once you check the first button you will then be asked to Select a Google Analytics View
Click on Select a Google Analytics view and you will see this pop up screen
In this example, there is only one view to select All Web Site Data. However, if you have set up different views to include non-buyers or non-converters you would select one of those as you want to exclude people who have become a customer.
Then click on Save and Continue
Your selections will then be shown as per the screenshot below and once you are happy, select Save and continue.
You will then receive a prompt to ensure that the tag etc is working. When you have carried out these checks, select Done.
You now have an audience of your website visitors, using the parameters you set in your Google Analytics view.
Now it’s time to create your remarketing campaign.
Creating your First Google Ads Remarketing Campaign
Once your audience source has been created you want to return to your main Google Ads dashboard and select Campaigns. Once in the campaign menu, you want to create a new campaign. To do this click on the symbol and select + New campaign from the pop up menu.
At this stage, I recommend you select the last goal option of Create a campaign without a goal’s guidance. The reason behind this is that the other options have restrictions and with this option everything is available to you.
Next select Display.
The next options to choose are Standard display campaign or Gmail campaign. Leave it on the first option that it defaults to and click on Continue.
Fill in all the details as you would any normal campaign i.e. campaign name, locations, languages, bidding (set to manual bidding) and budget and then click on Additional settings.
Set your Ad Rotation to Do not optimise. Rotate ads indefinitely. Add a schedule for when you want your ads to show and then Set a limit on the frequency capping. This will ensure that you are not wasting budget showing your ads continuously to the same people throughout the day and making your prospects ‘Ad Blind’ to your ads. A setting of 4-5 times per day should be about right.
Now give your Ad Group a name and then we get to the main goal, setting up your remarketing audience.
In the audiences section click on How they’ve interacted with your business.
Select your new remarketing list. In this example it is the Website visitors (click on this to display any sub headings) and then the sub heading of All visitors (system-defined). Check the box and the list will be moved to the right column. Click DONE in the top right corner.
Scroll down to Automated targeting and select No automated targeting. This will ensure that the ads are only shown to your list and then add a default bid.
You are now ready to create your first remarketing ad copy. If you want to come back to create the ads later you can select that option. Then revisit by going into the campaign and selecting the relevant campaign and Ad group and then selecting the Create Ad button with the blue circle and + Responsive display ad. As we continue in this guide, I will show you how to continue on to create your ad immediately, although once you are in the creation page, it is identical whether you do it immediately or come back to it later.
Creating An Effective Remarketing Display Ad
The first thing to remember when creating an effective remarketing ad is the fact that these people already know who you are. They have visited your website before, so take advantage of that fact.
Click on the + Ad option.
This will take you into the screen for a responsive display ad showing you an example of how your ad will look on a mobile device in various positions and sizes. Responsive display ads are a great way to save you time creating a multitude of ads at once.
You provide a few different text options and a couple different image sizes. Then Google will automatically assemble an ad from those parts, based on the space that’s available to show it on. This enables you to create one ad and have it fit into over a dozen different sizes and shapes without it looking weird.
They may appear complicated at first but they are actually very simple.
To create a responsive ad, you just need three things:
Your logo - This is optional, but I highly recommend it. You can use a 4:1 landscape logo and/or a 1:1 square logo.
Minimum dimensions: 512x128 (landscape); 128x128 pixels (square)
Suggested dimensions: 1200x300 (landscape); 1200x1200 (square)
Maximum file size: 1 MB
Another image – This will be your main image for the ad. This image will be used in two sizes, 1:1 square and 1.91:1 landscape.
You can either provide images in both sizes or just in the landscape size and then crop it to a square within Google Ads.
Minimum dimensions: 600x314 (landscape); 300x300 (square)
Suggested dimensions: 1200x628 (landscape); 1200x1200 (square)
Maximum file size: 1 MB
Ad text – The words you want to use with the images.
To get started select the + Images and logos option on the left pane of the screen and you will then have 3 options to choose from. Scan website, Upload or Stock images (as this is your first campaign, you won’t have any ‘previously used or Your assets to choose from).
To utilise the Scan website option, you need to add your website address in the Enter your URL section.
If Google doesn’t find the images you want from your website you can upload them directly from your computer. Alternatively, if you are short on time, there are literally thousands of free stock photos available, however these will not necessarily be a perfect fit and be careful as some have the copyrighters watermark on them.
Once you have selected the images you want you then decide if they are to be your logo or image. When you select the image you will be taken into a screen to crop to size for landscape and square. You can decide to only use on one type, however this will limit where you ads can be displayed, so think carefully about what images you want to use and ensure you still send the right message when part of the image is cropped.
Now its time to create the text with your ad.
The first thing you need to ad is the Final URL. This is where you want the ad to send people to when they click on it.
Next are the Headlines. You can create up to 5 headlines for testing purposes with up to 30 characters for each. As you start to fill in the text on each of the options, you will see a live example on the right, showing how your ads will look in their different layouts and placements.
There is also a Long headline which has 90 characters available. This will be used in place of the other headlines where there is a larger ad placement.
Next is the Descriptions, where again you can create up to 5 different descriptions with 90 characters available for each.
Finally, the Business name which, as you guessed it, is the name of your business or brand. This will sometimes appear in the text of your ad, depending on the layout.
Google with then mix and match the headlines, descriptions and images depending on the layout and space for the ad placement and to test the various headlines and descriptions to get the best results, saving you time on creating alternative ads for measure.
Once you have completed your text, you can see the variations of your ad in the example panel. Here are a few from the example I have created.
Once you have created your first ad, click SAVE and you’re done!
Now you have created your first Google Ads Remarketing Campaign. Was it as hard as you thought it would be? I’d love to hear in the comments below.
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